Marketing Fundamentals

Module 8: Measuring Marketing Success

Learning Objectives

• Identify key marketing metrics and KPIs
• Understand ROI and attribution
• Use basic analytics tools
• Track and report on performance
• Use data to improve decisions

Key Concepts

Why Measurement Matters Proves value, enables optimization, builds knowledge, informs resource allocation, allows prediction

Key Metrics by Category

Awareness:

• Reach (unique people seeing content)
• Impressions (total times displayed)
• Brand awareness (survey-based)
• Share of voice (visibility vs. competitors)

Engagement:

• Website: page views, unique visitors, time on site, bounce rate, pages per session
• Social: likes, comments, shares, follower growth, engagement rate
• Email: open rate, click-through rate, click-to-open rate, unsubscribe rate
• Content: downloads, video views, scroll depth

Lead Generation:

• Lead volume
• Lead quality
• Cost per lead (CPL)
• Conversion rate (visitors → leads)

Sales and Revenue:

• Sales (transactions)
• Revenue (money generated)
• Average order value (AOV)
• Customer acquisition cost (CAC)
• Customer lifetime value (CLV/LTV)
• ROI: (Revenue - Cost) ÷ Cost × 100
• ROAS: Revenue from ads ÷ ad spend

Retention:

• Customer retention rate
• Churn rate
• Repeat purchase rate
• Net Promoter Score (NPS)

Attribution Models Determining which touchpoints deserve credit:

• Last-click: 100% to last touchpoint
• First-click: 100% to first touchpoint
• Linear: Equal across all touchpoints
• Time-decay: More to recent touchpoints
• Position-based: 40% first, 40% last, 20% middle
• Data-driven: Machine learning determines contribution

Analytics Tools

Google Analytics: Website traffic, sources, behavior, conversions, audience demographics Set up goals for valuable actions

Social Media Analytics: Platform-specific insights on reach, engagement, demographics, performance

Email Platforms: Open rates, clicks, unsubscribes, geographic data, device data

Advertising Platforms: Impressions, clicks, CTR, CPC, conversions, cost per conversion, audience insights

CRM Systems: Lead sources, pipeline progression, deal values, sales cycle, customer interactions

Campaign Tracking

Pre-Campaign:

• Define success criteria
• Implement tracking (UTM parameters, pixels, goals, unique URLs/numbers)
• Establish baseline metrics

During Campaign: Regular monitoring, progress checks, budget pacing, quick adjustments

Post-Campaign:

• Results summary vs. goals
• What worked/didn't work
• Insights and learnings
• Recommendations for next time

Good Reports: Audience-appropriate, visual, comparative (to goals/previous/benchmarks), actionable, honest

Using Data to Improve

Testing Mindset: Form hypotheses, test them, measure results, learn, iterate

A/B Testing: Compare two versions, change one variable, ensure adequate sample size, run simultaneously, let tests run long enough

Continuous Improvement: Measure → Analyze → Hypothesize → Test → Learn → Repeat

Avoid Pitfalls:

• Vanity metrics (look good but lack business value)
• Analysis paralysis
• Ignoring context
• Short-term thinking
• Confusing correlation with causation

Data Privacy and Ethics Legal compliance (GDPR, CCPA, CAN-SPAM), ethical use (transparency, user control, proper security), build trust through respect

Exercise

Set up basic analytics: define 3 goals with metrics, implement tracking, create 5-7 metric dashboard with targets, establish weekly review process, design monthly report template.